With over 5.4 million consultations delivered between January 2024 and February 2025, including 2.4 million linked to common treatment areas, more people are choosing their local pharmacy for everyday care, according to the Pharmaceutical Journal. A national report by Healthwatch supported this shift, with nearly 9 in 10 patients reporting a positive experience using the service.
This momentum is not simply about delivering more consultations, it reflects a broader repositioning of community pharmacy, aligned with the government’s long-term vision of gradually shifting pharmacies towards a more clinically-led service model by 2030.
As demand grows, 2025 presents a defining opportunity for pharmacies to lead with Pharmacy First, not just offer it as a supplementary service. This guide outlines how to convert that momentum into long-term growth by scaling bookings, organising capacity and delivering consistently – all while maintaining efficiency, trust and service quality.
Be Discoverable and Bookable Everywhere
Although nearly 89% of the UK population lives within a 20-minute walk of a pharmacy, fewer than 5% of GP consultations result in referrals to one, according to the Pharmaceutical Journal. While pharmacies cannot directly influence GP referral behaviour, they can take proactive steps to increase visibility and make it easier for patients to access their services.
Patients rarely look beyond the most accessible or familiar option, which means you need to appear where they are already searching. That includes healthcare directories, search engines, local listings and the apps or platforms they already use to manage health appointments.
To convert visibility into action, your booking link should be embedded across every platform that features your service. Whether it’s in your email newsletter, on your social channels, or on your website, patients should be able to find and book with minimal effort. This level of accessibility can often be the difference between a lost opportunity and a secured consultation.
Build Local Awareness and Drive Referrals
GP referral rates to Pharmacy First have varied widely, with uptake being low to begin with and growing over the course of 2024 This variation likely reflects differences in local communication, GP engagement and how embedded the service is within each area’s care pathway.
Start by reaching out to GP surgeries to let them know that you offer the service and share booking links or basic information to make it easy for them to refer patients. Local care homes, community centres and health organisations are also valuable partners who can amplify awareness and direct patients your way.
Inside your pharmacy, ensure everyone understands the service and feels confident promoting it. Regular team updates and simple progress tracking, such as weekly consultation counts, can help build momentum and maintain motivation across the team.
Recognising achievements, whether through a positive review or a record week of consultations, keeps morale strong and helps sustain the team’s energy as demand grows.
With your team aligned and local support in place, the next step is to improve how patients move through your service, starting with triage and workflow.
Cut the Admin with Smarter Triage
Consistent service delivery depends on how you manage demand from the first point of contact. A clear triage system helps your team focus on consultations that are appropriate and necessary, which in turn saves time and supports a smooth daily workflow.
Simple confirmations, such as text or email reminders, reduce repeat admin and help patients show up on time and prepared. These tools lower the risk of no-shows and improve patient readiness, which leads to better outcomes.
When the triage process is well-structured and followed by a professional, supportive consultation, it builds patient trust and encourages return visits.
Deliver an Experience Patients Trust and Remember
Feedback from patients helps shape the success of Pharmacy First and highlights what matters most in their experience. A national survey found that 86% of patients reported a positive experience, often citing clarity, professionalism and convenience as key drivers of satisfaction.
The consultation itself is only one part of the journey, what happens afterwards often defines how patients remember the experience. Recommending a relevant OTC product, where appropriate, can reinforce treatment and demonstrate that your pharmacy offers complete care.
The way you speak with patients during the consultation also has a big impact on how they feel about the experience. Use calm, supportive and friendly phrasing and ensure that every patient feels listened to and cared for throughout the interaction.
To deliver this standard consistently, your team needs enough capacity and the right structure to maintain quality without becoming overstretched.
Build Capacity Before You Burn Out
While many pharmacies now offer Pharmacy First, some still find it challenging to deliver the service consistently or in a sustainable way. Although millions of consultations have already taken place nationally, uptake continues to vary by region – highlighting the need for thoughtful planning, targeted promotion and local engagement.
To maintain quality under pressure, one option is to block out time each day for Pharmacy First consultations. This approach can help prepare the team and reduce last-minute stress, while still allowing flexibility for walk-in patients.
A straightforward booking tool can make the day easier to manage and help space out appointments more evenly. Rather than relying on unpredictable walk-ins alone, this method supports focus and consistency.
As bookings increase, plan ahead to avoid burnout. Consider bringing in a locum during busy periods or redistributing responsibilities across the team. Scaling your service should make things smoother, not harder. For guidance, refer to our article on hiring the right locum for your pharmacy.
Establishing the service is only the beginning, long-term growth depends on understanding what’s working, knowing where to adjust and focusing investment where it counts.
Know What’s Working and Where to Improve
Most Pharmacy First consultations result in medicine supply within the pharmacy, with only a small proportion requiring escalation to a GP. This reinforces the clinical value of the service and the pharmacy’s ability to manage patient needs effectively.
Pay close attention to patterns in demand. If certain days or times are consistently busy, adjust your staffing and appointment windows accordingly. This improves both efficiency and patient satisfaction.
If you are capturing patient feedback, whether through informal conversations, reviews, or follow-up calls, use it to identify practical improvements. Even small insights can reveal points of friction or missed opportunities to enhance care.
Used effectively, this data can improve daily workflow, support investment decisions and give your team the confidence to build on what’s already working.
Final Thoughts
Pharmacy First is already delivering results for many pharmacies. When backed by the right structure for triage, booking and patient engagement, it becomes a powerful and sustainable part of your clinical offering.
Healthera supports pharmacies in building this foundation. Our new upgrade to our services platform, Services Connect, helps you grow your NHS and private consultations through dedicated, SEO-optimised service pages.
With our eConsult partnership, patients can also self-refer into your Pharmacy First service and some partners have tripled bookings in under a month. The smart calendar keeps availability up to date, reduces admin and helps the team manage demand effectively.
These tools make it easy to attract local patients, showcase treatments clearly and accept payments or deposits online. Together, they provide everything you need to scale your Pharmacy First service smoothly and sustainably.
